Marketing Essentials: Customer-Centric Strategies
Discover essential marketing strategies and customer segmentation techniques to effectively reach your ideal audience and boost business performance metrics.
Discover essential marketing strategies and customer segmentation techniques to effectively reach your ideal audience and boost business performance metrics.
Develop crucial marketing skills to drive business success in this Babson College course. Learn to assess consumer needs, create value, and implement effective customer acquisition strategies. Explore essential concepts like market segmentation, targeting, positioning, and the marketing mix. Ideal for entrepreneurs and business leaders seeking to leverage marketing for sustainable growth.
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What you'll learn
Apply segmentation, targeting, and positioning methods to acquire the right customers
Utilize the marketing mix (product, price, promotion, place) effectively
Analyze consumer behavior and leverage market data for business growth
Develop marketing strategies to position your company for maximum value creation
Assess the value you provide to consumers and the value customers offer your business
Understand how marketing concepts apply to entrepreneurial situations
Skills you'll gain
This course includes:
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Graded assignments, exams
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Limited Access access
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Module Description
This course provides a comprehensive introduction to marketing fundamentals, focusing on customer-centric strategies for business growth. Participants learn how to assess and respond to consumer needs and wants, create value for customers, and engender loyalty. The course covers key marketing concepts including the marketing mix (product, price, promotion, place), segmentation, targeting, positioning, and consumer behavior. It emphasizes the strategic importance of marketing in launching and sustaining successful businesses, particularly for entrepreneurs. Students will learn to think about marketing strategically rather than as a tactical cost, gaining practical tools to apply in real-world situations. The course also addresses the crucial skill of identifying which customers to target and which to let go, maximizing business value.
Fee Structure
Instructors
9 Courses
Marketing Expert and Educator Bridging Theory and Practice at Babson College
Dr. Gary Ottley, a Full-Time Lecturer in Marketing at Babson College since 2008, brings a rich blend of academic expertise and industry experience to his role. With a background in marketing consulting spanning 12 years before joining academia, Dr. Ottley managed large marketing projects and strategic initiatives for Fortune 500 companies and entrepreneurial ventures. As a Fulbright International Exchange Scholar, he brings a global perspective to his teaching. At Babson, he teaches core marketing courses and electives at both undergraduate and MBA levels, in various formats including full-time, part-time, and blended programs. Dr. Ottley's research interests focus on socially-conscious marketing and the role of marketing in addressing societal issues, with publications in the Journal of Marketing Education and SAM Advanced Management Journal. He has developed numerous executive education programs and co-authored case studies on marketing and branding in entrepreneurial ventures. At Babson, Dr. Ottley teaches "Marketing Fundamentals: Who Is Your Customer?" and contributes to the "Business Principles and Entrepreneurial Thought" XSeries and the "Marketing Strategy" Professional Certificate program. His approach combines academic rigor with practical insights, preparing students to navigate the complex landscape of modern marketing while considering its broader societal impact.
9 Courses
Innovating Marketing Education and Research at Babson College
Dr. Anjali S. Bal, an Associate Professor of Marketing and Babson Presidential Scholar at Babson College, brings a unique blend of academic expertise and industry insights to her role. With a Ph.D. from Simon Fraser University and an MBA from Rotterdam School of Management, Dr. Bal specializes in arts and entertainment marketing, sports marketing, and the intersection of DEIA in these markets. Her research, published in prestigious journals like the European Journal of Marketing and Journal of Advertising Research, reflects her innovative approach to marketing education. An award-winning educator, Dr. Bal has received accolades including the Babson Pride Award (2020) and Martin Luther King Jr. Leadership Award (2022). At Babson, she teaches "Marketing Fundamentals: Who Is Your Customer?" and contributes to key programs like the "Business Principles and Entrepreneurial Thought" XSeries and the "Marketing Strategy" Professional Certificate. Dr. Bal's work extends beyond the classroom, as she frequently comments on marketing topics for major media outlets and advocates strongly for Diversity, Equity, Inclusion, and Accessibility in higher education and marketing practices. Her approach combines academic rigor with real-world relevance, preparing students for the complex landscape of modern marketing while emphasizing the importance of diversity and inclusion in business practices.
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